Why diet coke is considering stripping its name from some cans

Diet Coke is considering stripping its brand name off some cans sold in stores next year as part of a far-reaching diversity campaign.

The effort, called “[unlabeled],” is meant to spark a conversation about “the complexities of labels in today’s society—from the empowering and earned to the unwarranted and imposed,” according to campaign materials.

The campaign by Anomaly got a soft launch in June 2019 when the brand began distributing unlabeled Diet Coke cans at experiential marketing events and at panel discussions it sponsored. For instance, Diet Coke hosted a mixer at a recent event in Los Angeles put on by women’s empowerment group Girlboss.